How to Grow 2 Successful Agencies at the Same Time
Key Takeaways
- Spin off separate agencies to focus on specific expertise areas rather than being mediocre at everything
- Operate multiple agencies as independent entities with separate accounting, timelines, and billing
- Most businesses neglect middle-of-funnel lead nurturing - this is a major opportunity
- Treat your agency like a real business enterprise with proper systems and discipline
Nicole Pereira, founder of Campaign Creators and Deep Root Digital, joins the Agency Journey podcast to explain how she built and successfully operates two specialized agencies at the same time.
Why Two Agencies Instead of One
Nicole and her team initially offered a broad range of services under one roof. But they realized they were being average at too many things instead of excellent at a few. The solution was to split into two separate agencies, each focused on its core strengths.
Deep Root Digital focuses on technology and design, while Campaign Creators specializes in funnel building - specifically middle-of-funnel lead nurturing. By separating the two, each agency could go deeper in its area of expertise and deliver better results for clients.
Operating as Independent Entities
A key detail that makes this work is that Campaign Creators and Deep Root Digital operate as truly independent businesses. They have separate accounting, separate timelines, and separate billing. Even though they share some resources and office space, each agency runs its own operations.
This separation prevents the kind of blurring that happens when multiple service lines run under one brand. Clients engage with one entity, and the team within that entity is focused entirely on their specialty. There is no confusion about who does what.
The Middle-of-Funnel Opportunity
Nicole identifies a major gap in most businesses’ marketing: lead nurturing. Companies invest heavily in top-of-funnel lead generation but then neglect the middle of the funnel. Leads come in, sit in a database, and never get properly nurtured toward a buying decision.
Campaign Creators built its entire practice around solving this problem. Using complex funnels and triggers, they develop systems that prepare leads for sales conversations. This focus on the overlooked middle of the funnel has become a strong differentiator because so few agencies specialize in it.
Treating Your Agency Like a Business
Nicole emphasizes that agencies need to operate with the same discipline as any other business. That means proper financial management, clear operational systems, and treating your own agency as your best client. Too many agency owners are so focused on client work that they neglect their own marketing, processes, and growth strategy.
By applying the same rigor to their own business that they bring to client work, Nicole has been able to scale two separate agencies without the chaos that typically comes with divided attention.